Marketing Management

Assignment On Marketing Plan

MBA, International Islamic University of Chittagong, Dhaka Campus

vi

Course Title: Marketing Management

Assignment On Marketing Plan

Prepared for

Prof. R M Nasrullah Zaidi

Adjunct Faculty MBA Program Department of MBA International Islamic University of Chittagong Dhaka Campus Prepared by

Group D
M 102523 M 102524 M 102525 M 102526 M 101521

Sagar Ananta Gope Md. Towhidul Islam Hasan Shaharia Chowdhury Md. Shakhawat Ullah Kazi Robiul Hasan

Leader Colleague Colleague Colleague Colleague

MBA Program International Islamic University of Chittagong

Date: March 17, 2011

Assignment on Marketing Plan Prepared by Group D

MBA, International Islamic University of Chittagong, Dhaka Campus

vii

Letter of Transmittal
March 17, 2011 To, Prof. R M Nasrullah Zaidi Adjunct Faculty MBA Program International Islamic University of Chittagong Dhaka Campus Dhanmondi, Dhaka. Sub.: Submitting the Assignment on Marketing Plan Dear Sir, With immune pleasure, I present herewith the assignment on Marketing Plan. It gives me opportunity to learn about the marketing management process practically. I hope that you will appreciate my endeavor & will find the assignment useful. I shall be glad to clarify any point mentioned in this assignment. Thanks & regards. Sincerely yours

Sagar Ananta Gope Metric ID No- 102523 Batch- 35 A MBA program International Islamic University of Chittagong Dhaka Campus

Assignment on Marketing Plan

Prepared by Group D

MBA, International Islamic University of Chittagong, Dhaka Campus

viii

Acknowledgement

Assalamualaikum First of all I thanks to Almighty Allah for my present situation as I am a student of MBA program & continue through this course. I articulate my earnest gratefulness to Allah for giving me the scope & capacity to complete the assigned task within the scheduled time in more efficiently. I would like to thank our honorable teacher Prof. R M Nasrullah Zaidi, Course Teacher, Marketing Management, MBA Program, International Islamic University of Chittagong, Dhaka Campus for his authenticity & enthusiastic concentration in this regard.

Sagar Ananta Gope Metric ID No 102523 MBA Program International Islamic University of Chittagong Dhaka Campus

Assignment on Marketing Plan

Prepared by Group D

MBA, International Islamic University of Chittagong, Dhaka Campus

ix

Background of the Assignment

Financial success often depends on marketing ability. Other business functions as finance or operations will not really matter if there is not sufficient demand for products and service so the company can make a profit. However, making the right decision is not always easy. Marketing Managers must make major decisions such as what features to design into a new product, what prices to offer customers, where to sell products and how much to spend on advertising or sale. The companies at great risk those that fail to monitor their customers and competitors carefully and to improve their value offerings continuously. They take a short term, sales driven view of their business and ultimately, they fail to satisfy their stakeholders. Skillful marketing is a never-ending pursuit.

English Logician, Mathematician, Photographer,

and

Novelist

Lewis Carroll said, "If you don't know

where you are going, any road will get you there."

Therefore, an effective marketing plan is essential for any business organization to keep its vision, mission, and objective clear.

So in this regard, the course Marketing Management has included in the course of MBA, by IIUC with a view to make professionals to win the race in this competitive world.

As assignment is an obligatory part for all the students in groups or individuals in MBA course, I am authorized to prepare an assignment on Marketing plan. It is my best endeavor to amplify my indulgent & analyzing about the theme. This testimony is prepared based on academic knowledge & helping materials from various sources.

Assignment on Marketing Plan

Prepared by Group D

MBA, International Islamic University of Chittagong, Dhaka Campus

Limitation
Marketing plan is a task based on research. It varies organization to organization in various ways. In our country, collecting market information is very difficult. People are not so helpful to provide information. The subject titled Marketing Management is a difficult one for understanding or analyzing thoroughly.

Therefore, there are many limitations to make a better assignment on marketing plan. However, in order to make the report fruitful to the reader & user, I try to compile materials from different sources. Sometimes I survey markets to collect data and browse Internet for books, articles etc. I can gather some topics from the Internet. Sometimes, I used different marketing management book for strengthening the report.

Assignment on Marketing Plan

Prepared by Group D

MBA, International Islamic University of Chittagong, Dhaka Campus

xi

Table of Content
Topics
Objective of the assignment 1. Executive Summery 2. Situation Analysis 2.1 Market Summary
2.1.1 2.1.2 2.1.3 2.1.4 2.2.1 2.2.2 2.2.3 2.2.4 Market Demographics Market Needs Market Trends Market Growth Strengths Weaknesses Opportunities Threats

Page No.
01 02 03 03
03 05 05 06

2.2 SWOT Analysis

07
07 07 08 08

2.3 Competition 2.4 Product Offering 2.5 Keys to Success 2.6 Critical Issues 3. Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Markets 3.5 Positioning 3.6 Strategies 3.7 Marketing Mix 3.8 Marketing Research 4. Financials 4.1 Break-even Analysis 4.2 Sales Forecast 4.3 Expense Forecast 5. Controls 5.1 Implementation 5.2 Contingency Planning References

08 08 09 09 10 10 10 11 11 12 12 12 13 14 14 14 15 16 16 16 17

Assignment on Marketing Plan

Prepared by Group D